L’Oréal, Garnier
True Beauty
Garnier has the ambition to use 100% recycled plastic in all their packaging by 2025. Our job was to create an awareness campaign and encourage people to recycle their plastic so we can limit the usage of “virgin plastics”.
We convinced the world’s biggest beauty brand to throw their products in the trash.
Make it right
When you’re a beauty brand, you want to make your products look as beautiful and sterile as possible when showing them to the world. But when the message of your campaign involves the part where you throw the product out, why not show that instead?
Make it magic
We made a series of films and prints showing Garnier’s products in the least likely way a beauty brand would present them: Empty, used and in the (right) trashcan.
Make it work
The different executions were widely distributed from instore material to the cinema with a short message encouraging people to recycle their plastic.
”It’s not often you see a brand promoting itself by throwing its own products in the trash. But that’s exactly what one of the world’s leading beauty brands, Garnier from L’Oréal, does in a new Nordic campaign”
Results
45.6%
uplift in Micellar Water sales and 19,3% uplift in Frutic Core sales
26%
more positive attitude towards Garnier after seeing the ad
50%
wanted to try the product, which is 21% over benchmark
